Another important area of importance for hotels is that customers involved in co-creation should have expertise in IT. At one level this may only require the ability to deal with on-line surveys or participate in social network sites. However, co-creation can also demand relatively high levels of competence, as evidenced by the firm (hotel G) which worked with a specific group of customers to test out an initial innovation. More generally, Bitner, Brown, and Meuter (2000) explain that IT can be a significant tool through which customers co-create value in such encounters.